Diversification and sustainability have driven global brand Husqvarna to adapt to the future.
Leveraging off its success in the forestry business has allowed global brand Husqvarna to be more than just a chainsaw business in South Africa. This is the word from Pieter Smuts, newly appointed managing director of the Swedish multinational that is one of the world’s leading producers of forest, park and garden products.
For decades, the company has made its mark by doing everything from supporting and supplying the forestry sector with equipment to providing trademark orange chainsaws to vets dehorning endangered rhinos.
Smuts wants to focus on diversification and sustainability. “You can’t keep doing the same things and expect different results.”
Smuts was appointed forestry country sales manager three years ago after spending 10 years working in Husqvarna’s construction division. Challenged by Covid, the company did a 100% sell out of sprayers which were switched from farm use to sanitisation after careful testing.
The move towards light agriculture and a resurgence of emerging farmers – especially in the forestry sector – saw the company focus on value-for-money equipment for newcomers with tighter budgets and different needs to large corporate operations.
“We’ve moved into what we call light agriculture and increased our range with value-for-money products that we didn’t have in the past such as tillers, generators, water pumps and sprayers.”
With his new appointment as managing director, Smuts is now also responsible for Husqvarna’s Africa division and firmly believes that investing in emerging farmers across the continent will ensure a positive future.
The company is also appointing local manufacturers to boost the economy and cut down on high import duties. But it’s no easy task. “They have to go through stringent quality checks and adhere to strict international standards associated with the brand. It is quite a big job – it took a year to get the first one launched and we are in the process of adding a second.”
The second manufacturer is expected to be in KZN.
When it comes to sustainability, one of the key drivers is the introduction of battery-powered equipment for maintenance at game reserves where guests do not want to listen to the whine of petrol driven weed eaters, as well as at universities, colleges, schools, parks and by garden services who are rapidly replacing their equipment with quieter alternatives that produce less emissions.
The company has adopted the term “silent nature” and has a project that supports farmers and game reserves to revitalise grasslands lost to overgrazing and alien vegetation.
Pictured above: Pieter Smuts, Husqvarna’s new appointed managing director.